Class 3

Question 1

Brand awareness is created by

Answer 1

= Brand awareness + brand image

Question 2

Brand awareness

Answer 2

Whether people remember the brand

Question 3

Brand Image (why?)

Answer 3

The association consumers have with a Brand

Reinforce positive associations towards company and attributes of their products will

• shut down negative associations
• remind consumers that their brand is not related to negative attributes (kills negative ones)

Eg Coca Cola happiness ads / product endorsement - affection people feel towards endorser will transfer to brand

!never remind customers that your brand is not related to negative attributes!
—> part list cuing / halo effect (can explain)

Question 4

Empowering customers

Answer 4

Consumer values a product more when he participated in the production process (IKEA effect)

Does not work for luxury goods (we want experts to do it)

Question 5

Priming

Answer 5

Unconscious activation of ideas

We cannot avoid it as it is subconscious

Companies should try to activate the brand by promoting it in movies video games shows etc

Question 6

Strategies to get consumer attention

Answer 6

Humor
Threat
Music (complex - hard to process)
Sex (Not in ads or commercials/ some people are against objectification of bodies - makes people less likely to remember the brand)